PUBLIC SECT0R: Help the Aged campaigns to improve equality laws

Help the Aged is to launch a campaign calling for the creation of

an age discrimination commission.



This latest PR and public affairs offensive will launch in February and

has been announced as part of a charity-wide rebrand, unveiled this

week.



Currently there is no legislation to outlaw discrimination based on

age.



However, new laws relating to discrimination in the workplace are

expected to be in place by April 2006.



The charity will campaign to bring this new law forward on top of

setting up the elderly's first equality commission.



Help the Aged's communications team - led by director of marketing Steve

Jones - and its public affairs team - headed by policy unit head Paul

Cann - are compiling evidence of discrimination to be publicised as part

of the campaign.



There is also hope that a private member's bill outlawing ageism and

tabled by Labour MP Candy Atherton will be successful.



The charity's rebrand has lead to it discarding its previous mission

statement, which pledged general support for the elderly, and replaced

it with a more focused set of aims, which will be the basis of all

future campaigns.



The aims are to defeat ageism, combat poverty among the elderly, reduce

isolationism and challenge cases of neglect while promoting high

standards of care.



Jones said this does not mean less attention will be given to the

charity's funding and service provision work.



He said: 'This is a refocus that by concentrating on these aims we can

be more effective in our campaigning. We found that our previous mission

statement was too broad. With this there should be no doubt as to what

we aim to achieve.'



He added that as part of the rebrand the charity is looking to work more

closely with Age Concern on campaigning.



Editorial agency Proseworks has been taken on to produce the charity's

revamped in house publication, In-Touch.



The charity's new logo was designed by agency Appetite.



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